Absent approval from the Vice President for Communications and Chief Marketing Officer, University employees and employees of the UVA Medical Center Affiliates, may not participate in any testimonial, endorsement, promotion, or similar activity, in any form of media—including, but not limited to print, radio, TV, digital, and social media—in a manner that either directly or indirectly:

1. (1) indicates that such employee is doing so on behalf of the University; or
2. (2) uses University Assets.

Employees may provide factual information about the University’s use of commercial products or services, or about relationships between University employees and representatives of external entities. They may not, however, offer any value judgment about the quality of the commercial product, service, organization, or person on behalf of the University unless specifically authorized to do so.

Exceptions may be granted in agreements with third parties, such as academic program agreements or athletic sponsorship agreements, consistent with the approval process set forth herein.

The University communications channels, including print, digital, and social media, may not contain Advertising content. However, provided the reference does not constitute an Endorsement or Testimonial, references to suppliers or partners (in the form of a name, link, logo, or graphic) may be made in the following situations:

• Indicate licensed software on which a core function of a web page is based.
• Refer to a supplier or other entity separately contracted to provide goods or services to the University.
• Acknowledge an external party’s support of mission-related activities through sponsorship. Payment may not be accepted for such links or logos.
• Provide information for educational or other mission-related purposes (including prize giveaways), provided the University has received no consideration for such references.

Procurement contracts must include a provision to prohibit suppliers from engaging in promotional activity in conflict with this policy. The University may not negotiate a pricing discount in exchange for participating in a Testimonial, Endorsement, Promotion, or similar activity. Promotional communications that truthfully identify the University or one of its units as a customer or client but that do not give an opinion about the quality of the product or service are permissible. Procurement contracts may grant suppliers a limited, nonexclusive license to use approved University names and trademarks to identify accurately the University as a customer.

Before granting approval for any third party to use Brand Assets in any Testimonial, Endorsement, or Promotion, the University reserves the right to examine a copy of the text, images, and context of the project in advance to confirm that it contains no inaccurate or misleading references. The University has the right, at its sole discretion, to refuse to grant such approval and to deny participation by University employees or representatives in cases where the project does not benefit the University.

If the Vice President for Communications and Chief Marketing Officer approves participation by a University unit or employee in a Testimonial, Endorsement, or Promotion, it is the responsibility of all University employees involved to comply with all applicable laws as well as University policies and procedures, including those concerning ethics and conflicts of interest.

Employees of the UVA Medical Center Affiliates must seek approval from the Chief Marketing and Communications Officer for UVA Health for all endorsement requests arising from within or relating to UVA Health. In advance of providing such permission, the Chief Marketing and Communications Officer for UVA Health is responsible for consulting with the Vice President for Communications and Chief Marketing Officer for alignment and written approval to the extent the endorsement request is submitted by or implicates a University unit or employee. Faculty and staff in UVA Health are also responsible for knowing and complying with Health System Policy BEH-002: Conflict of Interest and Conflict of Commitment.

Nothing in this policy is intended to prohibit or limit an employee’s right to free speech as a private citizen, nor to prohibit or limit faculty members’ academic freedom. For example, faculty may use titles and the University of Virginia name to identify themselves accurately (e.g., “Jane Doe, Professor of Sociology, University of Virginia”), including authoring or reviewing a book, and participating in conferences, interviews, or other speaking engagements, in circumstances where it is generally apparent that faculty are expressing personal views, not those of the University. As much as possible, faculty should assure that their use of the University’s name is not seen to imply University endorsement or responsibility for the particular activity or expression involved.

Compliance with Policy:
Failure to comply with the requirements of this policy may result in disciplinary action up to and including termination or expulsion in accordance with relevant University policies.

Questions about this policy should be directed to University Communications.